Snapchat, and Kylie Jenner, in hot water over 'blackface' filter

Snapchat is facing criticism for introducing a Bob Marley filter to its app which pastes the late singer’s face over the user’s, adding cartoon dreadlocks and a cap.

The social media company is being accused not only of introducing the digital equivalent of blackface, but also for the timing of the filter: it appears to have been introduced to mark 20 April (or 4/20), an important day in weed culture – but nothing to do with Bob Marley himself, outside of the musician’s own involvement with marijuana.

hoooooooly shit @Snapchat what the fuck were you thinking with the Bob Marley blackface filter?

Prominent Snapchat users have already come under fire for using the filter themselves: celebrity Kylie Jenner posted a pair of videos of herself playing around with the filter, eliciting criticism from others.

The Guardian asked Snapchat whether it considered the optics of such a filter before rolling it out, and whether the firm consulted anyone over whether or not it might be offensive or hurtful. Snapchat said:

The lens we launched today was created in partnership with the Bob Marley Estate, and gives people a new way to share their appreciation for Bob Marley and his music. Millions of Snapchatters have enjoyed Bob Marley’s music, and we respect his life and achievements.